Cosmos

Welcome back to the show, my fellow extraordinary Americans. Today’s guest is Dr. Richard K. For over two decades, Richard has been the driving force behind the success stories of countless entrepreneurs, propelling them to unparalleled growth. Dr. K isn’t just a consultant. 

He’s a trailblazer in the world of business evolution. A sought-after guest on podcasts and webinars, he’s left his mark on radio and television programs, gracing screens on KGTV in San Diego and KTLA in Los Angeles. Forbes magazine has acknowledged his expertise, and PBS featured a special showcasing his work’s profound impact. He’s a proud recipient of the White House Presidential Lifetime Achievement Award. 

As the creator of the esteemed Secrets of Empowering Negotiation program, K has imparted his wisdom through workshops and seminars around the globe, from the vibrant landscapes of Australia to the cultural richness of France, the innovation hubs of Japan, the Caribbean islands of the Bahamas and Trinidad, and the vast expanse of Russia. His influence extends beyond borders, as he served on a nongovernmental organization within the United Nations and contributed to the boards of for-profit companies. 

As a founding member of the Taos Inter Entrepreneurial Network and a former vice president of CEO Space, K’s commitment to community building is as strong as his dedication to business excellence. The author of the critically acclaimed book The Secrets of Creating Customers for Life, K doesn’t preach success; he lives it.

He’s an extraordinary American, and I’m honored to have him on this show. Dr. Richard, are you there?

Richard

I am Cosmos.

Cosmos

Thank you so much. Yeah, totally. Thank you so much for taking the time to do this podcast with me. I’m truly honored.

Richard, can you tell me, the audience, more about your story, background, and how you got started?

Richard

Oh, wow. Yeah, I started as an electronics engineer, and my then-wife, girlfriend, and somebody introduced me to chiropractic. I left that, got my doctorate in chiropractic, and drove from New York to San Diego to start a practice. I didn’t know I was an entrepreneur. I was just a chiropractor. Ladies and gentlemen, no matter what you do, unless you punch a clock, you know, work for somebody, you’re an entrepreneur, you’re working for yourself. Well, Cosmos, when I went out to San Diego, I discovered there were 300 chiropractors there. How do you start or grow a business in that crowded field? We’re all in crowded fields. We may think we’re unique, and we are, but how does the consumer know that? 

I got an interview to be on the San Diego Sunup. San Diego. I got myself invited back every year. Now, please take. It’s my story, but I’m using this as a metaphor. So take me out of it. Would you do that? Just use it as a metaphor. I got myself invited to the television show and again got invited back. Then, I got a feature article in the San Diego Tribune. Then, I got a feature article in the Los Angeles Times. That’s all well and good. One of the fastest ways. Cosmos.

Ladies and gentlemen, to grow any business is to have outstanding publicity. You must let the world know who you are and what you do. You know the expression cosmos? It’s not what you know; it’s who you know. You know that expression, correct?

Cosmos

Yeah.

Richard

Let’s take it a step further. It’s who knows you; they got to know about you. I get a phone call from the producer of ABC News in San Diego. And the essence of her question was, who are you? We’re seeing your name around town. We’re hearing you. I was also on a couple of radio stations. Well, now I’ve got a 6:30 news segment. More people found out about me. 

Immediately after that, I received a similar phone call from a PBS producer. It was the same question: Who are you? We’ve heard about you, and we’ve seen your name around. Now, I have a PBS News segment, ladies and gentlemen. 

Again, it’s my story, but take it as a metaphor. I was no longer just one of the chiropractors in town. Now, I am the most visible doctor and chiropractor in San Diego. I cannot imagine what that does for your business when you succeed in the media. That’s what media does for you. If you want to thrive, there are many things you need to do. You need to study with people who have been there and done that. I’m a big advocate. You may also be. Cosmos. What’s your feeling? Learning from mistakes? Is that something that we’d like to do?

Richard

I’d rather learn from somebody else’s mistakes, though. Yeah. Why learn from your mentor? Get mentors. Get people willing to share their time, knowledge, and wisdom. And you’re going to pay for this. You may find some for free. Sometimes, I will take on clients and just mentor them because I’m in a good mood, you know, whatever. You must study with people if you want to succeed faster. Can you do it on your own? Yeah. 

So, find people in or outside your space because you want to expand your thinking. Allow people to sit at your feet, sometimes physically or metaphorically, and let them pour their knowledge, wisdom, and information into you. You can shortcut the learning, the time to succeed, and the time to thrive.

There are four stages that I look at when growing your business. The first one is everyone is a suspect. I work with people, and we’ll talk about this briefly. Cosmos. I work with people to get them publicity, to get them featured in big city media, to get them speaking on stages, to get them all over the place, to get them featured in pretty big magazines. Everyone’s suspect. Everyone can use that. Then, when we have a conversation, they become prospects. What does that mean? Well, now they want to know what I do. 

So, we talk about what that would look like specifically for that person because everybody’s unique. Then, they become a client. Let’s distinguish between a customer and a client, ladies and gentlemen. If you look up customers and clients on the Internet, they’ll probably tell you they’re close to the same. Watch this, though. a customer, you go to a gas station, you go to a supermarket, you go to a restaurant, you’re a customer, and they’ll tell you that. What does that mean? You get the service or the product, the food, whatever it is, and in exchange, you pay them. That ends the relationship. There’s no further relationship. Would you agree with that? Cosmos. 

Generally, you put gas in your car, and you’re done. Yeah, typically, no loyalty. What’s a client? A client is someone whom you nurture; you take care of them and keep them active in your fold. And in one of my books, I tell this story. I went to my friend’s restaurant where I live in Taos, New Mexico. Most people don’t know where New Mexico is, let alone Taos. It’s a mountain time zone. We’re five hours south of Denver if anyone thinks they know where Denver is. And she asked me if I would go on Yelp and write a review. Of course, I did.

It does not matter if you’re in a service or product business. What if she had asked me for my email address? Ladies and gentlemen, you can easily communicate with people by text and email today. And what if, let’s say, even only every month, she sends an email? These are our specials. These are our specials. And, oh, by the way, if you bring in a new client. 

We’ll give you a free dessert. It doesn’t make a difference what it is. That’s called top-of-mind awareness. You want people to remember you when looking for anything close to your service. Does it make a difference? When I was a chiropractor, I still am. I just don’t have any licenses. Don’t practice whether I do publicity. If you have a restaurant, if you’re a car dealership, if you do HVAC heating, ventilating, and air conditioning, people have a problem. They have a need. You don’t want them just going on the Internet and searching. You want them to think of you—the next step. I said there were four. You turn them into a raving fan. How? By promising and over-delivering. You underpromise. And you deliver like crazy.

I’ll give you an example. Someone called me up one day and said she’d like to have a review of her poetry book in a big city newspaper. Well, we discussed what specifically she wants. And I promised her I could get her into one newspaper. I got her into three. Do you think that makes a difference?

Cosmos

Of course.

Richard

Yeah, absolutely. Cosmos. So that’s what I mean by underpromising and over-delivering. You want people today. And let’s look at this from a strictly business perspective. It’s so easy for people to go online and trash you.

And you’ve seen it all over the place. People and I went to this business, and they sucked. They didn’t do this, they didn’t fix this. Wouldn’t you rather go online and have people say they’re the best provider of whatever this is? They’re the best food; they’re the best movie theater. They got the most comfortable seats. Their plumbing system is so great. You know, their plumbing services. That’s what you want. You want raving fans.

Richard

Yeah. Another thing is that getting testimonials from people used to be a chore in the past. Now, you take your phone and take a video of someone, and you have a testimony. One of the fastest ways to grow your business is to get them to fall in love with you. So, do you have any questions about that? So far, we’ve got a lot more.

Cosmos

No, I’m listening. I’m still engrossed. This is really good knowledge, and I appreciate it.

Richard

Okay. By the way, ladies and gentlemen, stick around because I will give you some free stuff on how to grow Your business later. And I’m going to tell you one of the ways is to leverage or use whatever you’ve got. Otherwise, it’s just a one-shot deal. Let’s say you get an article in a newspaper or interview on radio or television; it’s one. It’s one and done. And in today’s culture, we forget about it. 

So you want to leverage it. What does that mean? That means keeping it and people’s top-of-mind awareness. So. And I’ll give you a real transparent example. My email address says I’m the recipient of the White House Presidential Lifetime Achievement Award. That happened once. And now, whenever I send an email, someone sees that I just got off another interview, and somebody says, what does that mean? My name was submitted to a committee at the White House because of all the work I’ve accomplished for many entrepreneurs.

And the committee said, yes, he gets the award. Now, it’s a wonderful award. There’s no monetary value attached to it. It’s not something you can measure. It just says this guy’s a little over someone else because of their actions. Are you with me on this? Makes sense so far. Yeah, there’s a lot more to go.

I will give you some information on how to leverage what you’ve got. Stay tuned. Cosmo, do you have any desire and no is a good answer to be interviewed on talk radio?

Cosmos

Totally.

Richard

Okay, ladies and gentlemen, that’s a very common answer. How do you get that? Cosmo, have you ever been listening to talk radio and asking why they are interviewing that person? Or read an article about someone in a newspaper and say, how come they didn’t write about me, ladies and gentlemen? Get a pen, paper, or your computer keyboard, which will teach you how to get on the radio. That would be very valuable information. Yes.

Cosmos

No, totally.

Richard

First, what talk radio do you listen to, or will you start listening to here? I’m going to use me as an example. I am not a particular sports fan. I don’t know who played in the last Super Bowl, let alone who won. So, I will not go on a talk show. I have nothing to say that would make sense. Give me an entrepreneurial program, and we can talk for hours.  

So, first, find the talk show that suits you and what you must deliver. Listen to it, and find out if you can contribute. I will tell you what to do and what not to do. Some very important things: don’t bother pitching the host on terrestrial radio. 

And that means the kind of radio you listen to in the car. The host is the last person you want to get in touch with. They have a producer.. You can call the producer and say, Janet, I will send you a proposal about my being a guest. They’re going to ask you, who are you? What do you do? You tell them, let me send the proposal, and I will tell you what’s in the proposal in a few moments. Now, Cosmos, watch this. A typical talk radio program is 20 minutes. That means three shows every, three guests every hour. A typical talk radio program is three hours long. You can follow the math if you’d like. I’m going to give you the sum here. These shows typically have three guests. I mean three shows a day. 

So, three guests an hour, three hours, three different programs a day, five days a week, 50 weeks a year. These programs and stations need 6,500 guests every single year. Well, they need to. Yeah, wow, that is right. They need you more than you need them.

So, what are you going to pitch to them? Well, they don’t care who you are and what you do. Ladies and gentlemen, we all tune into the same radio station, WIIFM M. Now, I will do a sidebar here and expand this. No one cares what you do when you pitch your services in a personal conversation or at a networking event. We all want the same thing through listening. We’re saying, what will I get out of this if I engage this person?

So when you pitch the show, and I’ll be transparent here, yes, I send Cosmos my information, but I didn’t tell them how great, wonderful, magnificent, you know, nobody cares. I told Cosmo what you, the viewer, the listener, will get out of it. And allegedly, that’s why he said, hey, come on, let’s play. 

So you’ll tell the producer what the audience will get from it, and don’t use it as a sales platform. Ladies and gentlemen, I am not here to sell you anything. I’m not going to make you a special offer. You will get information if you buy within the next 36 and a half seconds. Some of you will say, hey, I want to know more about how I can use your services. You can help me get out to the media. There’s nothing to sell. Don’t go out and sell. When we get you in a newspaper, it’s not a sales article. It’s a newsworthy article. So that’s what you’re going to pitch the producer. And they will ultimately take it to the host because they’re the final decision-maker. Don’t. 

So here’s. Here’s what not to do. Don’t be a pain in the butt. Don’t follow up in a week and say, hey, I sent it in. I didn’t hear from you. You’re not the only one pitching them.

And you must accept that no is a perfectly okay answer. You can follow up in 10 days or two weeks. And don’t say I’m following up, ladies and gentlemen. When you get an email from someone who says, hey, I’m following up on my last email, it’s like, oh, shoot, I didn’t answer the first time. I’m following up. And I’m just wondering how you would like to proceed. Now, there’s an assumption there that they’re going to proceed. Another possibility is, well, we’re going to proceed without you. And that’s an okay answer because there are so many talk shows. I don’t care where you are. They’re all over the place. 

So you’ve got some things not to do. Don’t pitch every contact. You’ve got Cosmos. I don’t know if you do networking events but in the chat bar on the side. Do you do networking events online?

Cosmos

and I go to some networking events in person.

Richard

Even better. My wife and I attended the Chamber of Commerce meeting here last night. It’s much better. Ladies and gentlemen, some of you watching out here may be on networking events online. And you see people list Twitter, TikTok, LinkedIn, Facebook, etc. Nobody cares when you pitch radio or television; by the way, it’s the same thing. Please give them the easiest way to contact you, including your website, email address, and phone number. When you enter these chat rooms, all these chats here do not write War and Peace. Most people say I do this, I do this. I’d love to speak. I love to do this.. Nobody cares. Again, we’re all interested in that famous radio station, WIIFM M.

So, talk to the listener. Think about what the consumer or potential client will get out of it. Then, you’ll have their attention.

So you’re not going to drive them crazy. You’re going to reach out and say, I’m wondering how you’d like to proceed instead of, when can we follow up? Or I’m following up; you don’t like it when you get it. So, I’m just taking you to a higher level with this. By the way, anytime you’ve got a question, stop because there’s a lot of information. I don’t want to move beyond any questions that you have.

Cosmos

So we’re just listening right now.

Richard

Okay, I’ll keep it with you.

Let’s say you want to teach or present on television. Well, there are some key things. You’ve got to look presentable and learn how to talk articulately so the audience can understand you. And you’re going to make eye contact. Cosmos. And if you’re watching this on YouTube or anywhere else, they’ll be posted if I talk to you like this. But you’re gonna tune out. You can turn it off. You must. And I want to acknowledge you because you’re magnificent—eye contact. You’re right here. You’re. It’s called being present. So it’s okay to look at the camera or the host. Those are the only two places you don’t wander around and check out everyone else and everything else in the studio. 

So one of the things is to learn how to speak. If you’re going to do live, you’re going to do stages, or you want to do television, you’re going to want to develop what’s called a speaker’s reel. Now, many people have heard of something called a sizzle reel. I’m going to make a distinction here. A sizzle reel is when you show the logos or B roll, being interviewed on a program, network, or stage, and its music, and showing the places you have been. A speaker’s reel is when you are shown. Hello, speaking. You’ll be interviewed; you’ll be answering questions. And you’ve got you, hopefully. And you’ll learn this: if you’re just an emerging speaker engaging the audience, you will step into the audience and be with them. That’s a speaker’s reel. 

Neither of these are more than two minutes. Let me state that differently. They’re less than two minutes long. Between a minute and two, between 60 and 120 seconds. They’re concise, rich with information, and why people can see. I’m going to sit here like this, and I’m monotone, and I’m just going to talk to you. You’d never know that. And I’m looking down. You’re never going to know that. From the information I sent you, I think I sent a speaker’s reel or at least a video of why they hired me. You can create a one sheet. Why hire me? You’re not the only one pitching. There are a lot of people out there.

So you’ve got to make it so that you stand out from the crowd. The person I was on a podcast with before is Australian, and they talk about tall Poppy syndrome. Everybody gets cut off to the same height. You want to stand out so people can find you and know who you are. That’s how you get to shine. Another way is. And these are here. We’re just talking about it. I have a number one best-selling book. This happens to be a compilation book. We do the name of the business, Top Talent Agency. The top talent agency is the website. So, having a best-selling book lets you stand out from the crowd like crazy.

Let’s talk about publishing. There are three basic kinds of publishing. And ladies and gentlemen, if you’re taking notes, I’ll give you a way to contact me because, again, I’m not here to sell you. I’m giving you a wealth of information. Some of it will be useful, some of it will be. I don’t need that. And it’s okay. You pick and choose what suits you. Three different 50,000-foot views. Three different kinds of publishers. The big boys, the Putnam, the Random, the Crown. These are the major houses. If they ever decide to accept you, they will ask you a very important question. What’s your marketing budget? 

Please be aware that to publish means only one thing to make available to the public. That’s all it means. They’re not going to market you. You’re going to market you. What do you get? Bragging rights. Hey, I got published by Putnam. That’s cool. They also own you for five years. They own the copyright. You cannot do anything with the book for five years. Then Cosmos, as you and I as individuals, we can write a book and go on Amazon, KDP, and publish a book. We hope it’s edited properly and laid out properly. And myriad people tell you they’ll publish a book for you. You don’t need them. You can do it by yourself. And you must make sure that the COVID is an attractive cover. Who’s going to read it? Maybe friends and family if you’re lucky. Then you have what we do. We are what’s called a hybrid publisher. Hybrid publishing covers it all. If you need ghostwriting, we help you ghostwrite it. If you’ve written it, we will help you redo it to make it attractive. We just have a client that has her book out in the marketplace. She came to us and said, I want it redone. 

Well, we redid the COVID, then split-test it online. We had about 100 people say yes, A or B. One person liked her book. Everyone else liked the one we designed because that’s what we do. Editing is more than commas and periods and quotation marks inside or out. The comma editing is the layout of the book. Is it eye candy? Is it pleasing? Same with the COVID. Does it appeal to you? Cosmos, you and everyone you’re out there. When you go to a bookstore, you pick a book off the shelf because the COVID grabs your attention. That’s the only reason you pick it up in the first place.

So we ensure it’s an attractive cover and then guarantee it will be a number one seller. Not one, not two, but a minimum of three different categories. What does that give you? Again, I go back; that gives you bragging rights to say I’m number one. Best-selling books. Best-selling author. Then we have books like this, which are compilation books. There are 24 different authors in this book. They’re all. And some of them we ghostwrote, and some of them wrote their own. And they’re all going to go out and let everyone they know on social media and in person, they’re going to let everyone know, buy this book. 

Well, now you’ve got another best-selling book. Another way to get attention is to do this. There it is, Los Angeles Tribune magazine. We produce this. And on the obverse side, we have one of our clients that’s very cool. This is a well-read magazine. Half the magazine is right-side up. On the other hand, it’s right side up from the other side. When you get that kind of publicity, that’s good. Best-selling books let you shine above so many other people.

So, getting featured in the newspapers, getting you on stages, and now getting you on stages, we do not teach you how to. You’ll see people teach us. I will show you how to close the room and remove all the cash. If you’ve ever been in one of those rooms, you know it is not fun. It’s not a place you want to hang out. There’s a difference between selling and closing and enrolling people attract and enroll. Let them come to you. Let them want your service. Because what would it mean to have?

Let me introduce you to a significant magazine client. Her business has gone through the roof with this. Do you happen to know Lisa Nichols?

Cosmos

No, I don’t.

Richard

Ladies and gentlemen, some of you may know who she is. She is a very famous motivational speaker. She’s one of the top on the planet. She was on Oprah when she had her show a couple of years ago. She’s been on multiple times. She said there was a video many years ago called The Secret. Oprah was one of the stars and superstars of the Secret. About two months ago, she engaged us to help her regain her popularity. Secrets is an old, old movie. She created a multi, multi, multi-million dollar business. And she engaged us to get her the publicity, depending on how big you want to go. We just had her interviewed at the ABC studio and the NASDAQ studio in Manhattan. And she’s been on the billboard NASDAQ Jumbotron, the biggest one in the world, featuring Lisa and her stage performance. That’s pretty big stuff to get out there so that people know who you are. You have to learn how to present yourself. You have to learn how to speak, engage an audience, and be present with the audience. We all remember school at some point where a teacher stood in front of the room with a chalkboard. 

And then we’ve been to conferences where someone stands, holds a podium, and doesn’t look at the audience. They read their notes, and you bore them to tears. You’ve got to learn how to engage an audience. My partner and I are creating a program, and I’ll tell you upfront that it will be right here in Taos, New Mexico, one of the top 10 tourist places in the world. On the country, not on the planet. It’s been rated as one of the top 10. It’s called your speaker’s Edge. Y O U R S P E A K E R S Edge. Your Speaker’s Edge. One of our presenters, my partner, works with people to get them paid speaking gigs. Wouldn’t you like to know how to get paid to go out and speak? Yeah. Yeah. It’s a good answer. We will have people polish their talks, develop them, and provide one-on-one coaching. And you must have good photography. You’re going to have a photo shoot for your publicity shots. And we may have a videographer there to do speaker reels. I spoke with a young man last night, and we’re thinking about coming out. 

So you can film your speaker’s reel on-site while you do that. Some of you may not have a speaker’s reel yet. I’m going to tell you how to develop it and how to start. Most of you live in places where there are service clubs like Kiwanis and Rotary, and all these service clubs meet every week and need a speaker every week. Wow. Yeah. Volunteer, volunteer. And if you ever want to, I’ll teach you how to do these kinds of talks. You can do them with PowerPoint or flip charts. As long as you know how to use these tools, they’re important. 

Or, you can do them just standing there if you know how to engage the room higher. If you can do this on your own, you have friends and family to come in and film you one camera straight on another, either roaming so you’ve got different views or 30, 45 degrees so you get a different view of you speaking. And then, if you don’t have people to do that, go to university, hire some people from the graphics or whatever department it is in that university, and you’ll pay them. Most people think I have a couple of normal college kids.

 Most of them learn credit, and you’ll get a speaker’s reel. Find out if they can edit it and put something together for you. It’s not just a simple two-camera shoot. There’s editing that says who you are, your name, and your contact information so people can find you. You are with me on this Cosmos. How easy it is. Now, guess what? You got a speaker’s reel. You can send that to people now. 

And I will give you another. And I know; I’m pretty sure I sent this to you. Top 10 reasons I mentioned it before. Top 10 reasons people hired or listened, whatever it said. Dr. Richard K., I did that as one sheet of eight and a half pieces of paper printed on a coated stock. So when you hand it out, it’s nice you put an email; it doesn’t have to be coded, and you know, it’s online. And then I said, wait a minute, I will do video editing. 

So, I made a video of the top 10 reasons people hire me. By the way, if you want to get in touch, you can talk about publicity.com. Just go to talkaboutpublicity.com. Why am I mentioning that now? You want to make things easy and easy to remember. Even if you don’t write it down, it’ll tag your brain in an hour or 10 minutes. Talk about publicity.com. Take you to my website or my calendar link, where you can set up a half-hour call—no sales calls.

I retired 20 years ago. I’m here working with entrepreneurs to get you the publicity so you can get out into the world. I’m going to give you a real-world example. The woman who is now my wife is from San Francisco. She was living in the UK when we met. She writes fairy tales and fantasies. Why? When kids fall in love with themselves, they don’t go out and shoot other kids. It’s the same thing with adults. If they love themselves, they are not envious. 

They don’t want to kill anyone. They just want to bring love and light into the world. She spent over $200,000 trying to get her message out. She went through several different publishers but did not get much. She came to our company, and we met and got married. We don’t do that with clients, but she has three books out. They are.

They collectively won over 12 different awards. She is a columnist for. I think about it. That’s not true. She’s a contributing author to about 12 newspapers and a Los Angeles Tribune columnist. She’s got articles in here because she was contributing, and Mo, the owner, said, “Hey, why don’t you be a columnist?”

So she’s got a regular gig doing stuff there. What does that do? It gets her name recognition and gets her out into the world. People will often ask, oh, you do pr? Public relations. Ladies and gentlemen, I want to distinguish between pr, advertising, marketing, and publicity. Then we do publicity. What’s pr? Public relations. PR is sending out. You hire someone or do it yourself to make phone calls and send emails. Yes, even faxes today say, here’s a story about my client or me. And you got to learn how to write this stuff. It’s one page, not a volume. Not War and Peace. No one’s going to read it. Said, make it easy. Make it easy then to find why they want to run this. Now, we recently had an election. No one would take this bigger news if someone sent out a press release, plus or minus one day of the election.

So you need to know when to send it out. That’s pr. Does it get picked up sometimes? Does it work beautifully? It’s been going on for decades. Is it effective? Yes. If you get picked up, it’s great. Then there’s advertising. We all know what advertising is. There are even advertisements in this publication. There’s one for Coach and a two-page spread for Coach. There are pretty good advertisers for these magazines. You can, but you cannot measure ROI or return on investment from PR because there’s nothing to tag it directly. You can from an advertisement. You advertise the sales go up. You advertise the sales go up. If they don’t, the advertisement was a bust. Then there’s marketing. Marketing is when you go into a store and say, we’re coming to Thanksgiving. So, whatever holiday mattresses are on sale this week. Anytime a mattress is not on sale, they’re always on sale. You go into your grocery store, and they have a special, you know, these fruits or fish, whatever it is, for 50% off today. You can measure the return on that because you know your usual. And we have this marketing.

So it’s publicity right now. You cannot measure return on investment. I get asked that often: What’s the ROI? And my publicity can measure it. It’s long-term. It gives you things to fall back on. And again, as I said, I will give you information on leveraging everything you’ve got.

I mentioned the one sheet about why people listen. Mine is: Why do they listen to me? Or is this going to be: How do they, why do they listen to you? Mine has 10 things on it. Why do we pick the number 10? A couple of years ago, David Letterman made the top 10 list. It was very, very popular. People would tune in just to hear David Letterman’s top 10. 

So I have 10. I’ve been in this business for 20 years. I got 110. No one would look at it. You may say, I’m just starting. I’ve only got three. I’ve only got five. Well, make it the top three reasons. The top five reasons, again, are that you want to stand out from the crowd. You want to give the decision-makers reasons to say, oh, this person’s done this, they’ve done this, they’ve won this award. Give them reasons. 

So, you’ve got to get on radio and television—same thing. You’ve got your speaker’s edge, which, as we talk this week, I’m building the website, but you can find it here. It depends on when you’re seeing this. It’ll be up or not. It is life. It’s just not refined. So please don’t believe anything about it. You’ve got magazines, you’ve got newspapers, you’ve got books. There are many ways to get your message out and refine your pitch.

So, and I said this, I’m just going to say it in perhaps different words so the consumer or the prospect hears: how can I gain from this? And put yourself on the other side. If I were sitting here telling you everything I do, you’d say, I will watch something else. Hopefully, what you’re getting to take away, Cosmos is something you can implement right now. If you have more time than money, shoot; you can find anything on Google. Please find it and do it yourself. Learn how to write a book, learn how to design a cover, learn how to get it to number one. Good luck. I also learned to get in magazines like Forbes and Ink and some pretty good stuff. Or if you have more money than time, you engage us to do that.

What does it do? It shortens the cycle from inception to publication or speaking; whatever it is, we guarantee you get on stage also. One question I occasionally get is that I’m not ready to launch until June so that I won’t engage you. Now I ask you a question. When you see a movie commercial, it doesn’t say it’s opening tonight. When you see a commercial for a new car, it doesn’t say the car is being released today; it says it is coming soon to a theater near you. Those are the reasons for starting the process sooner rather than later. When you want to get out into the world. The sooner you start, the faster the marketing is done, the publicity is done, and the sooner it happens. For example, it can take six months from conception to a book. And you’ve probably seen the same things I do. We’ll show you how to write a book this weekend. For God’s sake. Just click next on that. Do not use AI to write a book. 

Do not use AI to write your promotion. Do not use AI for anything when we get something that even. Cats got to go. The cat came up and said, I want some attention. When we get something that even smells of AI, we won’t accept it; we’ll send it back. I want to know that it’s real, from your soul, not from a machine. It makes such a difference, and that’s the basis of our business. It’s a heart-centered business; it’s a soul-centered business. It’s about helping people achieve success legitimately. I’m not suggesting any of the ways; other ways are not legitimate. I like, like, my headphones. Excuse me. She’s alive.

So, you, you get stuff happening. It’s called life. Now, that’s important when you’re on a stage. It’s important when you’re alive. Go with what’s happening. I just want to make sure he’s not eating the cable there. Be in the present. I mentioned before that we’ve all seen these presenters, hands on either side of the lectern, shaking like crazy. And there’s an eruption. It’s like, where do we go from here? Go with the flow. You will appreciate the authenticity in people instead of the mechanistic person.

So, what else would you like to know? Cosmos, hopefully, ladies and gentlemen, you have a wealth of information here.

Cosmos

No, I mean, this is so valuable, Dr. Richard. And I’m so grateful that you’re taking the time to explain all the stumps because, yeah, it’s true, you need publicity. You must know how to get your message, business, and product out there. If nobody knows about it, how will you get there? Like, it’s in this, like, there’s this one mentor I had that told me that first, to monetize, you have to get it out there and then use the leverage of publicity. And then the sales start coming. Many people focus on the product so much that they do not; they do not focus on getting their stuff out there.

Richard

You know, you’re correct. And since you brought up the word leverage, Richard K.com forward slash leverage. Very simple. My name is R I C H A R D K a y e.com forward SL leverage. You’ll enter your name and email address and get a seven- or eight-minute video on leveraging it. It may even have 10 ways to leverage it. I made it a while ago, so I don’t remember the details. People will learn more about you and your business if you use some of them. No matter what your business is. 

Again, if nobody knows about you, you will get a job as an entrepreneur. And that’s why you’re watching this because you’re an entrepreneur. Someone who works a 9 to 5 job is not interested in these things. They’re interested in that. Weekly or bi-weekly Paycheck. I’m an entrepreneur. You have to let people know who you are.

Cosmos

Totally.

Richard

Yeah. Get a job.

Cosmos

So, Dr. Richard, just for the audience’s sake, so that they know how to connect with you and get to know you and your work better, can you once again tell them how they can connect with you, your website, and everything else?

Richard

Absolutely. Talk about publicity.com. All one word, no punctuation. TalkaboutPublicity.com will take you to my calendar. Set up a 30-minute exploratory call. Let’s see if you’ve got something that we can help serve you with. Please give me my email address. R K A Y E R I C H A R D K A Y E. com 

RKRichardk.com. Just email if you have some information you want to know. The leverage video is Richard K.com leverage. If you want to look at what’s possible, top tagency.com will take you to our company website. By the way, the president of our company, you may or may not be familiar with a book called Guerrilla Marketing. They sold 26 million books around the world. The president of our company used to be the CEO of Guerrilla Marketing.

Cosmos

Wow.

Richard

So, I have more books than most of us will ever have. We merged our gifts and made them available to you.

Cosmos

Thank you, Dr. Richard, for all this and for sharing this wisdom. This is such important knowledge that I think more people should look at it and try to understand that publicity is the key to success.

Richard

Yeah, it’s one of the keys you got to deliver.

Cosmos

No, I know, I know. It is important because many people have really good products, but their businesses do not succeed because nobody knows about them. That’s why this is an important topic, and I appreciate it. I hope you come to this podcast later to share your wisdom again.

Richard

Well, if you reach out, we’ll work something out. I’ll be glad to serve you and your audience. Cosmos. Thanks for the opportunity, ladies and gentlemen. You have a wealth of information. Contact me, implement a few, and watch what happens if there are any gaps.

Cosmos

No, Dr. Richard and I want to conclude this episode by letting my fellow extraordinary Americans know that, hey, look, there’s an extraordinary within every one of us. We must awaken it and unleash it. Until next time. Bye. For now.